Visible on television, radio, networks and even in pharmacies, this system aims to remove preconceived ideas and remind people, with targeted messages, that protecting yourself also means protecting others.
Seasonal flu is not trivial
Each year, the influenza virus affects millions of people and triggers nearly three million consultations. The winter of 2024-2025 was particularly severe: nearly 30,000 hospitalizations and excess mortality estimated at more than 17,000 deaths, well beyond the usual average.
These numbers bring the disease down to its cold reality – this is not a simple cold. For the elderly, pregnant women or patients with chronic illnesses, the flu can lead to serious, sometimes fatal, complications. In this context, vaccination remains the most effective tool for reducing serious forms and hospitalizations, as Dr Catherine Grenier, national health insurance medical officer, points out:
“Getting vaccinated against the flu is above all an effective way to protect yourself, especially for people at risk: seniors, pregnant women or those with chronic illnesses..
A campaign to convince those who still doubt
Health Insurance deploys a broad and segmented system: four TV films — one general and three targeted (seniors, chronically ill people, pregnant women) — radio spots, sponsored content on social networks, as well as displays in pharmacies and medical practices.
Nearly 19 million invitation letters accompanied by a support voucher have already been sent. Reminders by email, SMS and personalized calls are planned, in particular for first-time vaccine recipients and people recently diagnosed with a long-term condition. Overseas, additional systems will take local issues into account.
The campaign directly addresses the most frequent hesitations: the idea that barrier gestures are enough, doubts about the effectiveness of the vaccine, or fear of side effects. The messages remind us, with supporting figures and facts, that the adverse effects of the vaccine most often remain mild, while the complications of severe flu can be serious, for oneself but also for those around them.
“It is also an altruistic gesture: by being vaccinated, these people contribute to limiting the circulation of the virus and protecting those around them” underlines Dr Catherine Grenier.
Caregivers, actors and relays of vaccination
Health professionals are mobilized to set an example. Sixteen liberal professions received a personalized invitation to vaccination, and targeted letters remind general practitioners, gynecologists, pediatricians, midwives and nurses of their essential role in convincing their patients. Posters were distributed to waiting rooms and nursing homes to encourage staff to protect themselves.
Beyond the individual gesture, the idea brought to practitioners is simple: each vaccination avoids complications, hospitalizations and limits the circulation of the virus within families and healthcare establishments.
“The flu, even in people without frailty, weakens the body for several days, preventing the pursuit of activities, whether professional, school, sporting, recreational, social or family.” recalls the expert.
Strengthening prevention, facilitating access to the vaccine and recalling the temporality of protection are at the heart of the institutional message.
“Giving up on holiday reunions because of the flu is disappointing. Vaccination allows you to have a more peaceful winter. And there is no point waiting for the first cases of flu to appear in our territory because it takes two weeks for the vaccine to fully act on our immunity.” concludes Dr Catherine Grenier.